The cannabis craze includes drinks, snacks, beauty products, and now…CBD-infused user data.
Cannabis-focused audience data firm Fyllo is combining its data with that from measurement giant Comscore to let brands and advertisers target ads to cannabis and CBD users. The partnership signifies the appetite from mainstream brands to target these consumers at scale. Brands like Uber Eats and Clorox are already taking advantage of these audiences, according to the companies.
“Today’s cannabis and CBD consumers are natural first-movers who shape markets, bringing new levels of receptivity and responsiveness that brands need,” the companies said in a joint statement. “This partnership will allow brands to reach valuable audiences who are heavy gamers, millennial cannabis users and CBD consumers who are premium rental watchers.”
Through the partnership, Comscore audiences can be filtered using Fyllo’s CBD and cannabis user data, which it accumulates from point-of-sale data, e-commerce platforms and loyalty programs. Brands and advertisers can now target these users who are likely cannabis and CBD users, who the companies claim tend to be health-conscious, progressive, and among the first to adapt new technology.